Prada, Dior, Levi's and Barbour made their holiday films by hand. Not against AI, but because effort is now the scarce signal.
For some brands design is the reason to exist, not the finish. It is a strong way in, and a position that growth slowly takes away.
The Cybercab has no steering wheel. New car brands use shapes people already know, and most of those come from science fiction.
Many makers, one mental prototype: why Burberry owns trench coats and Levi's owns jeans in the public mind.
After a decade of geometric sans rebrands, Lacoste 2026 and Burberry 2023 mark the return of distinctive identity as the strategic priority.
